An impact of purchase decision and brand selection of a car in India - an empirical study

This article throws light on different factors that influence customers towards the purchase decision made in the purchase of cars. The domestic automobile industry places significant importance on the Indian automobile market as one of its most important subsectors. An automobile, which in the earlier stage was seen as a luxury item for the urban middle class, has now evolved into the most desired form of personal transportation. The class-leading vehicle on the market for commercial vehicles is a four-stroke car that stands out for its good looks, low fuel consumption, and long-lasting quality and its purchase is influenced by a variety of psychological factors such as product design, quality and safety, brand name, specification and personal preference. Exploratory factor analysis and confirmatory factor analysis were used to confirm the factors used in this study were appropriate and reliable for the present context. A collective decision based on personal preference is highly influenced by car purchase decisions.